Behind Digital ‘Genius’ Nike

ByHoma Zaryouni ·

28 January 2014

Nike, who topped our Digital IQ Index: Sportswear for the second time, registered 32% sales growth on its brand site. Behind the digital ‘Genius’ is extensive use of new technologies, and being a top-performer on all social platforms. NikeID allows users to customize items online and has 452 SKUs, more than any other Sportswear brand. Wearable tech arm NikeFuel uses gamification and fitness tracking to create loyal customers. It funds various startups that innovate for the platform to expand the NikeFuel ecosystem.

Nike is a leader in social media. It has the most-viewed YouTube channel of all Sportswear brands. Its “Endless Possibilities” is latest video to score more than a million views. On Twitter, Nike and Nike Store have the largest communities of all Sportswear brands with 2,530,254 and 1,969,158 followers respectively. Nike has one of the most customer service oriented Twitter campaigns, along with Lululemon. Both companies respond to customer complaints via the platfrom and 90% of their Tweets have been a response to an @ mention. Nike has the top Facebook community with 188,556, 129 fans, a 58% year-over-year increase from the year before.

To learn more about how Nike and other Sportwear brands are competing in wearables and customization, download an excerpt of the Sportswear report and watch the animated video.